The link between loading speed, user experience, SEO and business is obvious for Besson-chaussures.com. Thanks to Fasterize, the digital team was able to deploy and automate in record time all the optimizations needed to improve its Core Web Vitals, as well as all the web performance and business KPIs. Feedback.
Fast e-commerce site = increased conversions
Besson Chaussures relies on the WShop CMS , records 15 million visitors per year, and experiences traffic peaks of up to x4 during sales periods, end-of-year holidays or Black Friday. The site’s turnover represents 5% of the overall turnover, and the majority of traffic comes from mobile . To support the development of its online activity, the digital team needed to rely on the expertise of a trusted partner, in order to optimize its performance and save time to automatically apply all the best practices and techniques necessary for fast web pages on all devices.
With a loading speed automatically improved by the Fasterize engine, Besson Chaussures meets both the requirements of Google which favors Mobile First websites , and makes its user experience fluid and qualitative. The results on conversions and on turnover were immediate : +15% conversion rate, and +5% revenue.
Optimized web performance in record time
The announcement of the Google Page Experience update has greatly accelerated Besson Chaussures’ efforts to optimize its loading speed. Indeed, making its web pages fast, particularly on mobile, is the assurance of positioning itself against the competition , and it is a way of promoting the indexing of a maximum number of pages by search engine robots. Indeed, the faster a website is, the more Google can crawl a large volume of pages in a minimum of time and therefore index them; moreover, the search engine favors fast pages if it has to decide between the ranking of competing pages with equal content quality. Optimizing loading times is a must for positioning yourself and being visible on your market.
Optimizing Core Web Vitals has thus become a priority issue to support the entire business and SEO strategy, with careful monitoring of performance in the speed tab of Google Search Console .
In coordination with the Besson Chaussures teams, as well as its technical and SEO partners, Fasterize’s SaaS solution was deployed in just 48 hours so that the e-commerce site would be ready in time for the start of the sales!
Custom Setup for Cutting-Edge Features on a Next-Gen CDN
To display high-quality visuals without slowing down page loading , Besson Chaussures had identified the need to compress images to the new generation WebP and AVIF formats (WebP is suggested by Google in the recommendations of its PageSpeed Insights tool results ). With the implementation of Fasterize, this essential optimization for fast pages is applied on the fly to all images on the site, to serve pages quickly on all devices (mobile and desktop, even on low-performance mobiles or with a weak network).
Given the importance of load peaks during periods of high commercial activity, the site also needed to set up and automate a load shedding system , to relieve its servers and keep pages fast in all circumstances. Fasterize’s overflow page functionality ( Traffic Limiter ), which is automatically deployed in the event of a traffic peak, also helps reassure and keep customers on the site in the event that they have to wait a few moments before finalizing their order.
Also, as the brand was expanding internationally, the teams needed to rely on a Content Delivery Network (CDN) to serve fast pages all over the world. Rather than taking a frontend optimization solution on one hand, and a CDN on the other, Besson Chaussures optimizes its costs with an all-in-one solution.
Finally, energy efficiency is important to Besson Chaussures, and sustainably fast and lightweight pages are among the best practices that are in line with the eco-design that the retailer ‘s digital teams are aiming for .
Fasterize’s Next-Gen CDN addresses all of these topics at once, and many more thanks to its many webperf optimization features . Images are optimized, but also all HTML, JS and CSS code. In addition, the SaaS solution includes dedicated support that ranges from support to expert advice, to develop the webperf culture among business and technical teams. It is not only the loading speed that increases, but also the technical knowledge of the teams!
Find out in detail how Besson Chaussures made its pages up to 72% faster:
